What The “Open Web” Means for Retailers

Ecommerce freedom lives on the Open Web

In the past 40-years of its existence the world wide web has repeatedly evolved. We can look at the “Open Web” as the next evolutionary step of the internet, but a quick search on the topic usually leads to more complicated answers. Mark Surman of the Mozilla Foundation says the Open Web is a fully encompassing term that strives to democratize the internet, giving everyone free and equal access. A simple enough answer for most, but a complicated one for retailers.

 

How the web currently functions for retailers

Retailers have the freedom to create their own website, sell their products, and advertise with whoever they like. However, in actuality, the majority of ecommerce on the internet is controlled by a few large tech giants like Facebook, Amazon, and Google. They control the internet through their massive user bases, and enormous amounts of user data – data to which they have exclusive access. Although they’re effective and have their place in the ecommerce industry, it creates a walled garden that mostly benefits the tech companies. Outside of these large entities and their walled gardens exists the Open Web, which consists of independent publishers, user generated sites and content, and more.

 

What does that mean for retailers?

Because the tech giants control most of the data, technology and users that make their ad platforms highly effective, retailers essentially have no other choice but to work with these giants. However, when working within the walled gardens, retailers don’t have full access or transparency to data, lack channel diversification, are capped to users only within their platforms, and are at the will of any policy or operational pricing change. Retailers are confined in this version of the web. A handful of companies with so much power goes against the notion of a true Open Web.

 

Freedom for all

Having a true Open Web means retailers will have more choices on where and how they advertise on the web. Having diversified advertising channels outside of what the tech giants can provide enables retailers to reach a larger base of consumers that exist in every corner of the internet. Having access to user and advertising data is important as the industry is shifting away from 3rd party cookies, and more companies realizing they need that data to drive more relevant consumer experiences. At the consumer level, an Open Web provides more buying options, introduces new products and brands, which benefits the entire industry.

From content publishers to influencers, Connexity has been providing incremental marketing for retailers in various channels for over 20 years. We provide freedom and access to sources outside walled gardens for our retail partners to find more customers. Both Connexity and Taboola have the same vision for the Open Web and we are working towards the goal of providing a free and inclusive internet for consumers and retailers alike. Contact us today to learn more about how we can help you reach your marketing goals, drive growth, and help create a better Open Web.